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Our Most Dai'namic Year Yet
All things Dai

Our Most Dai'namic Year Yet

We look back on the year 2021

5 minute read

By Joanna Dai

Founder and CEO of Dai

First of all, a huge thank you to our Dai'namic Women community.

There's a lot to be proud of. There's a lot to be grateful for. There's quietly a powerful force within us, individually and as a collective, that is emerging through the noise, despite the challenges, and in the face of uncertainty in the current times.

It's always been there. It's always been patient. It's always been unquestionably self-assured. We are stronger than we think, braver than we know, more ready than ever for what lies ahead. What each of us is doing matters- to women, to our society, to our planet.

Because? The world is better when women succeed.

As we wrap up 202, we reflect back on our most Dai'namic year yet. The future is bright (and comfy), and we look forward to sharing it with you!

12. ONE-PIECE WONDER INDEED

When we launched our first-ever Jumpstart Jumpsuit, it sold out in just 4 hours - answering the need of women for comfort-yet-polished style, everyday and everywhere.

11. IT'S COMING HOME

Happiness is...Holly Willoughby and you loving our Happiness Is A Shirt Dress during this summer's Euro Cup.

10. GREEN AND GIVING

For our fourth year in a row, and second year partnering with Smart Works, we committed proceeds from our Green Friday and #GivingTuesday campaign to support women getting back-to-work.

09. RE | COLLECTION

Renew. Revive. Regenerate. We launched our back-to-life, keep-the-comfort collection.

We introduced FLOW (For Life Or Work) with our first ever legging-in-disguise and the power of plants with Plant Silk.

08. FLOW-ED

We launched our newest workleisure collection, FLOW (For Life Or Work), so you can flow from work to yoga and everything in between.

Our newest bestseller of 2021? The Power Move™ FLOW Legging.

07. The DAI'ALOGUE RELAUNCH

The Dia'logue is well, as it sounds. An ongoing, ever-evolving conversation between us and you. Because when it comes to empowerment? We've got a lot to say.

Issue 01 | Welcome to the "She-cession"

Issue 02 | On Decacorns and Sextech

06. B CORP ANNIVERSARY

We celebrate our one year anniversary since certifying as a B Corporation®. We're proud to join the global movement that's changing the economic system - one that benefits all stakeholders (customers, employees, suppliers, our community), and shareholders.

05. KINGS ROAD AND MARYLEBONE

We also opened not one but two stores in central London to deliver comfort-empowered performance to you.

Our next retail space? Stay tuned.

04. PERFORMANCE DENIM

A year in the making, we launched the comfiest, most eco-friendly jean in the world. Our fastest-selling launch ever, Performance Denim is here to stay.

03. OUR FIRST-EVER CIRCULAR DESIGN

We introduced our first-ever circular design; the 360 Cashmere Sweater. Made from regenerated yarns in Italy, each piece can be recycled and renewed into a new cashmere sweater again.

Read more here

02. WORK FROM ANYWHERE

Is it WFH or WFO (office)? You don't have to choose. We redefined what comfort in this brave new world is by introducing our WFA (Work From Anywhere) Collection.

Discover the collection here

01. WE CELEBRATED WOMEN

Trail Blazer™ Awards

We recognized women who trailblazed not just at work, but in life, over the past year.

Cycle for Smart Works

Team Dai'cycle completed 500 miles and raised over £3,000 to support back-to-work women.